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Finding Fashion: An Introduction (Part 2)

Writer's picture: Joanna ShroyerJoanna Shroyer

Updated: Aug 10, 2023


Clothes rack
Life's too short to wear boring clothes.

It makes no sense for me to sell clothes. In part 1 (found here), I described an entire degree path that would lead me to a beautiful career path in academia where I would develop and shape the minds of young people as they worked their way to their future selves. I would research and write and publish research that would change the equine world. But God.


For a time, Justin and I lived in Morgantown, West Virginia. I had interviewed for a position at the university; Justin found a post-doc position and interviewed. He got the job. I didn’t. We moved anyway fully expecting doors to open. They didn’t. Not only did that door not open, none did. God closed every single door. The only thing I could do? Stay home with our then infant daughter. When I tell you it was one of the hardest times in my life and in our marriage, I am not exaggerating. I was increasingly unhappy, and we all know what that does to a husband’s life. But God.


By the time our oldest child was 18 months old, we found ourselves back in Mississippi due to Justin choosing a different career path. He left academics and hasn’t looked back. This change in surroundings coupled with the traveling requirements of his job did nothing for my job prospects. Here I am fully educated and staying home. While my support system was now strong and healthy since we were back near family, my mental health wasn’t really that great. I felt, well, useless. I felt like I wasn’t contributing. It was an identity crisis. Who was I?


Add to the previously mentioned blows to my ego the fact that I had now had three children. Nothing fit right even though I was supposed to be the same size as pre-pregnancy. I hated the way I looked in clothes; getting dressed was almost as depressing as shopping. I had never before been more uncomfortable in my own skin. It was time for a change.


But what to do? I hated shopping in stores (still do). Like, with a PURPLE PASSION hate it. Dressing rooms are literally the pits. Do they even clean in there, ever?! And, don’t get me started on the lighting. Stitch Fix had not been around long when I jumped on board. Life. Changing. Clothes showed up at my door, I tried them on, sent back what I didn’t love. I landed an amazing stylist who listened and totally got me. Over time, I began to change the way I saw myself.


I’m going to interrupt this story here and tell you that all of that “change” isn’t just attributed to clothes. I did a lot of personal growth work during this time (and since). I invested in my mental, emotional, spiritual, and personal health. The outcome? A renewed perception of myself. This perception included the way I saw myself in the mirror.


Let me add another layer in this onion of finding fashion. A topic not often discussed among young moms, or could be that I was alone in this feeling, is loneliness. I can assure you I fell into this category. It wasn’t as if Justin didn’t talk to me, but let’s be real, having children changes your life even more than marriage. Your schedule is no longer your own. Combine dramatic shifts in hormones with sleepless nights and you have a perfect storm for disconnect. I longed for fellowship, connection, friendship.


the girls in front of an aquarium tank
Pecan Pie Top that sealed the deal.

Somewhere in all of this I found Matilda Jane Clothing. I’m sure I had seen it before but didn’t know what I was looking at. I had a social media friend that was hosting shows consistently and sharing about them. This led me to their website to scroll, more often than I care to admit. I was NOT willing to pay that kind of money for kid’s clothes. But, I kept going back. Something finally showed up on the website that I couldn’t resist. The Pecan Pie top. I can still see it in my mind. I’ll never forget when that first package arrived. It was gorgeous. The girls wore those tops on a family trip soon after receiving, and I clearly remember being stopped so many times to be told how cute they were that Justin finally asked, “What is this stuff?” I. Was. Hooked.


It was on this same family trip that my trunk keeper, whom I had never met in person, called and suggested to me that I join the company. I was skeptical, but remember all those layers I’ve already written out for you? I needed something that was my own. Maybe this was it. I went all in.


February 2017 started a chapter in my life that I never knew I needed. That’s when fashion found me. I started connecting with people I knew and with people I didn’t know. I developed relationships and clients; I served. I showed up even when I had no idea what I was doing. Something unexpected happened. Aside from all the clients and their daughters, I developed relationships with sister trunk keepers. I found a group of like-minded, business women who thrived on helping each other and serving others. No greater joy.

Me sitting in the floor of my office surrounded by clothes.
Matilda Jane Memories

I stayed with Matilda Jane until its end in

December 2022. I will mention that the label does still exist, but the company as it was in its inception does not. As well, trunk keepers are no longer employed nor do any of the designers work for the company who bought that beautiful brown label. During my tenure at Matilda Jane, I was recognized for my leadership, given the prestigious “Heart of Matilda Jane” Award, and was one of the last trunk keepers to rank up before we closed. My team was growing and expanding at a time when the company, unbeknownst to us, was doing the opposite. It was such an exciting time in the life of my team. The closing of Matilda Jane as we know it led to some abrupt changes in my life. I mean, where was I going to shop?! Where were my girls going to shop?! It’s really a conversation we had.


Group picture in front of palm trees
The ladies who said "yes" to cabi.

Thankfully, God’s plan was already in motion. I’d like to tell you when cabi offered trunk keepers who were let go the opportunity to jump into their company it was a flashing red sign and I said “yes” with no hesitation. The truth is, my “yes” was filled with much trepidation and hesitation and had some of those women I mentioned above not said “yes” too I wouldn’t have either. Fortunately for me, I found overwhelming joy, a business so easy to run I was shocked, and clothes of exceptional quality that are easy to wear and share. It was just what my life and soul needed. I’m just entering my second season with cabi as I write this, and I could not be more excited.


All the while in the background something BIG was brewing. Key players from Matilda Jane history came together with cabi leadership, marketing, and design to develop a new children’s brand that is the first of its kind. Finding Foxtale blends style and stories to help children find their true self. It's friendship driven curated shopping experiences designed to change the world through storytelling and connection. Talk about a full circle moment! Foxtale strives to combat one of the main things plaguing our world today: loneliness. The very thing that had me looking for "something" in the first place. I’m joining this company in its inaugural season as one of less than 300 stylists, and I am SO EXCITED. It’s like they plucked the core values of true friendship, kind honesty, and bold joy straight from my heart.


group picture
Kukla Organization Inaugural Season Finding Foxtale Stylists

My goals when serving clients through Finding Foxtale and cabi are to:

· grow girls into women that love their closets

· combat loneliness by making meaningful connections

· provide a shopping experience without the frustration, overwhelm, and inconvenience of a traditional retail store

· guide clients to curate a wardrobe that serves her while staying true to herself


Want to check out the fashions? Click here.

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